On Brand: How to build a brand that makes more money by Ian Atkinson
English | January 20, 2024 | ISBN: N/A | ASIN: B0CSXQ5FZR | 337 pages | EPUB | 1.30 Mb
"I'm not going to read a book on branding. Not even Ian's. Which looks very good. But if you are, this is probably the one." Mark Ritson
How's your brand equity? Your brand essence? Are you confident in your brand purpose? If not, climb onto your brand platform and check the brand pillars of your brand architecture. Is your brand map taking you in the right direction? What about your brand onion - does it make you want to weep?
We are being brandboozled. Drowning in a sea of brand babble.
But it needn't be this way. Properly developed, a brand can give consumers confidence and businesses competitive advantage. It can quadruple the value of an item that bears its name. And the good news is, the principles of brand building are robust, rooted in human psychology and part of the rigorous discipline of proper marketing.
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